Gucci x Alpine F1 Deal: Luxury fashion giant Gucci has officially entered Formula 1 in one of the sport’s most ambitious commercial partnerships ever, with the Italian brand announced as the title partner of Alpine from the 2027 F1 season onward. This move will see the team race under the new identity, “Gucci Racing Alpine Formula One Team” and honestly it feels a bit unreal, like the first time a global luxury fashion house steps in as the title sponsor of a Formula 1 constructor.
The announcement was confirmed by Formula 1 and Alpine on May 27, 2026, which sent shockwaves through both the motorsport and fashion industries. The collaboration also points to Formula 1’s continued ascent, not just as a motorsport thing but as a wider luxury and lifestyle platform, reaching well beyond the usual racing crowds.
Beginning with the 2027 FIA Formula One World Championship, Alpine will officially compete under the name “Gucci Racing Alpine Formula One Team.” Alongside the rebrand, the team is also expected to adopt Gucci-inspired colors and visual identity elements on its car livery, teamwear, and branding assets.
According to the official announcement, the partnership also introduces “Gucci Racing,” a new business and experiential platform built around luxury, performance, precision, and innovation. Alpine described the collaboration as a long-term strategic project that blends elite motorsport with high fashion culture.
Gucci President and CEO Francesca Bellettini called the partnership a reflection of the brand’s growing ambitions on a global stage. Alpine executive advisor Flavio Briatore also praised the agreement, saying the collaboration combines two brands known for “doing things differently.”
Reports suggest the partnership could be worth more than $150 million across multiple seasons, though official financial figures have not been disclosed publicly.
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The Gucci announcement arrives during a major rebuilding phase for Alpine. The Enstone-based team has undergone leadership restructuring, investor expansion, and technical changes over the past two years. Alpine also switched to Mercedes power units from the 2026 season after Renault ended its factory engine program.
After finishing last in the 2025 Constructors’ Championship, Alpine has shown improved form in 2026 with drivers Pierre Gasly and Franco Colapinto helping the team move up the standings. The Gucci partnership is widely viewed as a statement of confidence in Alpine’s long-term future and commercial growth potential.
Although final visuals have not yet been revealed, multiple reports indicate Alpine’s future Formula 1 cars could feature Gucci’s iconic red-and-green design language along with premium black-and-gold styling elements connected to the newly launched Gucci Racing identity.
Fans are already speculating that the partnership could produce one of the most visually striking liveries in Formula 1 history. Social media reactions following the announcement have been overwhelmingly positive, with many describing the collaboration as “fashion meets speed.”
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